Title | PC EXPERIENCE |
Brand | EL CORTE INGLÉS |
Product/Service | MODERN PCS |
Category |
A02. Applied Innovation |
Entrant
|
EL CAÑONAZO TRANSMEDIA Madrid, SPAIN
|
Idea Creation
|
EL CAÑONAZO TRANSMEDIA Madrid, SPAIN
|
Credits
Melisa Álvarez |
El Corte Inglés |
Head of Strategy |
Susana Ugidos |
El Corte Inglés |
Content Strategist Manager |
Miguel López |
El Corte Inglés |
Content Manager |
Ramón Sanchiz |
El Corte Inglés |
IT Category Marketing & Sales Manager |
Roger Casas-Alatriste |
El Cañonazo Transmedia |
CEO El Cañonazo Transmedia |
Vicky Vasán |
El Corte Inglés |
Directora creativa ejecutiva y de arte |
Luis Alcázar |
El Cañonazo Transmedia |
Creative Director |
Victor Linuesa |
El Cañonazo Transmedia |
Creative Team |
Irene Mairata |
El Cañonazo Transmedia |
Interactive Creative |
Alberto Matas |
El Cañonazo Transmedia |
Creative |
Sandra Serrano |
El Cañonazo Transmedia |
Creative |
Cristian Liarte |
El Cañonazo Transmedia |
Director de servicios al cliente |
Laura López |
El Cañonazo Transmedia |
Directora de cuentas |
Manfredi Giannoni |
El Cañonazo Transmedia |
Producer |
Jesús Cuesta |
El Cañonazo Transmedia |
Post Production |
Why is this work relevant for Innovation?
PC Experience is a 360º branded content campaign developed around an involving, exciting and innovative experiential event: a technological escape room.
Even with the best sales assistant help, buying a PC is not a very exciting experience. On the other hand one of the funnest and more engaging experiences that you can have as a team is playing a Escape Room game.
That is the reason why El Corte Inglés decided to use innovative technology to create a new user experience to bring the audience closer to the brand
Background
⅓ of the consumers don’t know what PC to choose, 79% don’t interact with the computers when they are in the store and 60% of the buyers are not satisfied with the purchase as they chose a computer that didn’t fit their needs.
People change their computers approximately every 5 years and there are huge new developments that a lot of potential consumers do not know.
Then, our main goals were to position the new category of Modern PC in these spaces:
El Corte Inglés: Personalized service, knowledge and experience in the PC world. Top of mind for a shopping place for Modern PC. Communicate and educate the consumer on their advantages.
Microsoft and Intel Modern PCs: Best in class software and hardware:
Slim and light computers.
Excellent autonomy and battery life
SSD Hard Drive
Ultra fast processors
Describe the idea
PC Experience is a 360º branded content campaign developed around an involving, exciting and innovative experiential event: a technological escape room.
The campaign was divided in three phases:
1. Acquisition: Through different actions aimed to create awareness, visibility, and expectation for the main event and to generate continuous engagement so the public could have a memorable experience.
2. Development: produce a live event where consumers could get a first hand experience and learn about the features of the computers in an recreational way. Use the event to also show these features to the retailer’s technology sales team to enhance their preferences and increase the prospect of sales.
Speed
Connectivity
Ultra Thin Design
Windows Ink
Intel Optane Memory
Light Design
SSD Disk
Performance
3. Closing: to achieve purchase consideration, helping the consumer find what PC meet their needs better in and educational and entertaining way
What were the key dates in the development process?
6th December 2018 - 16th December 2018
Describe the innovation / technology
As we have explained before, PC Experience is innovative technological escape room as an exciting and innovative experiential event
Components:
Innovation lab, where consumers - target 18 to 40 years - and El Corte Inglés’ technology sales team experienced first-hand the innovations of the latest PCs.
Under the premise of living innovation from within, participants went inside a latest generation computer to beat one challenge: they had 30 minutes to escape by solving 8 mental challenges. Each of them associated with one of the PC’s newest features.
Teams: 2 to 6 players. Two teams for each session.
15 “ Onboarding
30 “ Play time
Photocall and Product Showroom.
Narrative.
Teams went through a “light tunnel” to the PC inners. Running against time and helped by the Game Master and the El Corte Inglés Innovation Experts, each team has to solve the 8 challenges on 30 “ time. The faster will be the winner.
Describe the expectations / outcome
PC Experience was promoted through owned, earned and paid media, using gamified creativities:
1. Acquisition and awareness:
Outdoor Giant Screens - Callao
Mini-games and a Teaser Video distributed in social media
Contest: the influencers Topes de Gama, as brand ambassadors, challenged their followers to to compete against them in the escape room and win a computer
Gamified invitations sent to the press, escape-room gamers and lifestyle influencers
2. Engagement Core Experience: Technological Escape Room.
A raffle to encourage user generated content.
Results:
Callao’s digital screen: +1 million impacts
Press conference: +43 millions impacts
Social Media: +7 million reach, +600.000
Sales Team Training: 100% satisfaction, intention of prescription: 98’7%
Influencers: 903.291 views in Instagram Stories, 6.668 total engagement.
Press attendance to the event: 82.107 impressions, 70.424 reach, 15.275 engagement.
Total Media Value ROI: 466.400 €
Event